Editor's note: This post was updated on December 12, 2017.

In 2014, Elizabeth Keathley wrote a piece issued by the DAM Foundation to help buyers identify a DAM system. The post looked to clarify what DAM systems are and are not. Later, the DAM Foundation came out with a revised list, The Ten Characteristics of a DAM system, which echoes many of the earlier characteristics of a system to help true DAM vendors show core competence in DAM. It also helps those looking at vendors to build their DAM strategy.

Video has proven to be one the best, if not the single best, communication tools for marketing departments. It’s ability to show, introduce, explain, demonstrate, and elicit an emotional response is without equal. I am a firm believer that “content is king.” What do I mean by that? I mean that it’s less important that your video be professionally shot and edited — with high-dollar graphics, scenes, actors, sets, and music beds — than it is that the content of that video be timely, accurate, and effective. Viewers will endure substandard production quality if the content is engaging.